【正文】 a t e g y T r a f f i c B u i l d i n g I m a g e B u i l d i n gP ri o ri t i z e d A s s o rt m e n t s e e a t t a c h e d N u m e ri c % D i s t ri b u t i o n s e e a t t a c h e dM e a s u re m e n t : T a r g e t G D O t h e r s% o f t o t a l c a t e g o ry S K U 3 0 % ( m a t c h t o V a l u e S h a r e ) m a t c h C o m f o r t% o f S K U s o n s t ra t e g y 1 0 0 %T ra c k i n g M e r c h a n d i s e r i n s t o r e T r a c k i n g 2023/2/24 14 Driving the Business Through Shopper Insights 5P Tactics : Placement Oral Care H y p e r m a r k e tSh a r e o f Sh e l f% Se e A tta c h m e n tSh e l f p o s i ti o n i n g Se e A tta c h m e n tT r a c k i n g Me th o d , Mo n th l y Me r c h a n d i s e r I n s to r e T r a c k i n gfr e q u e n c y s a m p l e ,% v o l u m e w i th C Pg e n e r a te d T a r g e t: 1 0 0 % c o m p l i a n c ep l a n o g r a m sPl a n o g r a m c o m p l i a n c e % T a r g e t: 1 0 0 % c o m p l i a n c e tr a c k i n g m e th o d , s a m p l e F o c u s o n SO S a n d b r a n d p o s i ti o n i n g% s h a r e o f o ffs h e l f d i s p l a y Sa m e a s Sh a r e o f Sh e l f%tr a c k i n g m e th o d , s a m p l e Mo n th l y Me r c h a n d i s e r I n s to r e T r a c k i n g2023/2/24 15 Driving the Business Through Shopper Insights 5P Tactics : Placement Toothpaste H y p e r m a r k e tR EG I O N SO S O b j e c ti v eSo u thG u a n g zh o u 45%A C i t y 35%B C i t y 31%Ea s tSh a n g h a i 40%A C i t y 36%B C i t y 30%N o r thBe i j i n g 41%A C i t y 35%B C i t y 30%W e s tC h e n g d u 44% A C i t y 30%B C i t y 25%2023/2/24 16 Driving the Business Through Shopper Insights 5P Tactics : Placement Toothpaste Sh ar e o f Sh el f B y B r an d Str ateg ySO M SO M Mi x Su g g e s te d SO S Str a te g yCDC 9% 24% 25% Ma i n ta i nT o ta l 4% 11% 20% Pr o m o teC SW 8% 22% 20% Ma i n ta i nL PP+ H e r b a l 12% 32% 25% B a l a n c eK i d s NA NA 5% Pr o m o teJY 4% 11% 5% B a l a n c eT O T A L 37% 100% 100%R EMA R K : M ai n tai n : SOS = SOM 。N ear h eav y tr affi c ar ea an d at th e en tr an ce o f to o th p aste sh el f。A t l eas t 2 faci n g fo r eac h SK U . 2 3 5 6 11 42023/2/24 18 Driving the Business Through Shopper Insights 5P Tactics : Placement Toothpaste S h o p p e r P u r c h a s e De c i s i o n P r o c e s sP r i c e T i e r S e g m e n t V a r i a n t S i zeBr a n dHighM ed i u mEco n o m yG l o b a lN a ti o n a lL o c a lA n ti cav i tyM u l t i f u n c t i o nW h i ten i n gH er b alKidsG R FI C MF r u i tJ a m b oF a m i l yR e g u l a rP e r s o n a l2023/2/24 19 Driving the Business Through Shopper Insights 5P Tactics : Placement Toothbrush H y p e r m a r k e tR EG I O N SO S O b j e c ti v eSo u thG u a n g zh o u 31%A C i t y 28%B C i t y 20%Ea s tSh a n g h a i 31%A C i t y 27%B C i t y 20%N o r thBe i j i n g 33%A C i t y 30%B C i t y 24%W e s tC h e n g d u 30% A C i t y 28%B C i t y 20%2023/2/24 20 Driving the Business Through Shopper Insights 5P Tactics : Placement Toothbrush Sh ar e o f Sh el f B y B r an d Str ateg ySO M SO M Mi x Su g g e s te d SO S Str a te g yPr e m i u m 5% 16% 30% Pr o m o teMe d i u m 1 3 . 3 0 % 42% 40% Ma i n ta i nEc o n o m y 1 3 . 4 0 % 42% 30% B a l a n c eT O T A L 32% 100% 100%R EMA R K : M ai n tai n : SOS = SOM 。N e i g h b o r i n g w i th C o m fo r tA l o n g w i th T r a ffi c fl o w , s e q u e n c e w i th C l a s s i c , F l o r a l , Sp r i n g , L i l y 2 3 12023/2/24 26 Driving the Business Through Shopper Insights H y p e r m a r k e tS h o p p i n g O c c a s i o n* L o o k i n g f o r h i g h q u a l i t y , p r e m i u m p r o d u c t s * H e a v y P u r c h a s e ( 2 t u b e s w i t h d i f f e r e n t b r a n d s o r v a r i e n t s )* B e t t e r S h o p p i n g E n v i r o n m e n t* M o r e P r o m o t i o n s* W i d e s t A s s o r t m e n tP rom o t i o n S t ra t e g y * P a n t r y L o a d i n g * L o y a l t y B u i l d i n g *I m a g e B u i l d i n gP rom o t i o n T a c t i c s A t t a c h m e n t i n D e t a i l% P rom o t i o n S O VP ri c e : T o b e d e f i n e dS p e c i a l P a c k :O t h e r% V o l . O n p rom o t i o nP ri c e : T o b e d e f i n e dS p e c i a l P a c k :O t h e rT o t a l P rom . I n v e s t m e n t T o b e d e f i n e d% t o S a l e s5P Tactics : Promotion OralCare 2023/2/24 27 Driving the Business Through Shopper Insights Siz e CDC T ot al C SW Sup erS LP P H erba l JYJ um bo 250G **F am ily 180G **175G **165G *150G ***R egu lar 120G *** ***105G * *100G ***P ers ona l 50G40G *** * * : P r i o r i t y 。 * * : O f t e n P r o m o t e 。 )D i s c o u n t s 1089 ( 0 0 0 163。 * : S e l d o m 。 ( B l a n k ) : D o n o t p rom o t eH y p e r m a r k e t2023/2/24 34 Driving the Business Through Shopper Insights 5P Tactics : Promotion Fabric Softener P rom o t i o n T y p e S o u t h O t h e r R e g i o n sP r o m o t o r S u p p o r t i n gP r i ce d i sco u n t w i t h T G / D M*** ***P r i ce d i s. O n sh e l f d i sp l a y** *I n s t o r e d i s p l a yM i x e d p a ck w / t d i sc.O n / I n p a ck p r e m i u m*** ***M u l t i / T w i n p a ck w / t d i sc.B o n u s p a ckB i g E v e n t / A n i v e r sa r y** **L o ya l t y P r o g r a m* *C a sh e r L i n eC o u p o nG r o u p P u r ch a se I n ce n t i v e** *** * * : P r i o r i t